Facing stiff competition from facial tissue category leader Kleenex, Puffs decided to launch a new-to-the-category package that would convey design as a point of difference for the brand.
To counter Kleenex’s new “wedge” structure and designs, Puffs commissioned Interbrand to develop an innovative packaging concept—both graphically and structurally—with widespread consumer appeal.
This new packaging had to delight Puffs loyalists and gain trial with new consumers.
Interbrand rose to the challenge, launching the project with a collaborative, multi-functional workshop that produced more than 10 leading structural concepts. After further development based on consumer input and technical feasibility, we selected “Blossom” as the winning structure. To bring this dynamic shape to life on shelf and in home, our Creative team designed unique spring/summer graphics based on a trends audit and consumers’ home décor preferences.
The new designs and the “Blossom” shape tested well with consumers and were sold at Target as customized spring/summer SKUs. Target was so pleased with our packaging that its buyer ordered more design facings and requested that Puffs co-merchandise with another P&G brand. As Allison Yang, Puffs Assistant Brand Manager, exclaimed, “Target loved the designs so much that Bounty was asked to reapply the designs for a co-merchandising opportunity. Great work!”